Online Advertising: Jargon Buster

Marketing, March 21, 2007 | Go to article overview
Save to active project

Online Advertising: Jargon Buster

Don't know your interstitials from your skyscrapers? Here's a comprehensive guide to online advertising terminology.

Ad serving - Delivery of online ads to a consumer's computer via an ad-management system. The system allows different ads to be served to different audiences simultaneously as well as serving ads across multiple sites. Advertising technology providers each have their own proprietary models.

Banner - A long horizontal online ad usually found running across the top of a page, in a fixed position.

Behavioural targeting - A form of online marketing that uses advertising technology to target web users based on their previous behaviour Advertising creative and content can be tailored to a particular user by capturing their previous decision-making behaviour and looking for patterns.

Blog - An online space that is regularly updated, featuring the opinions or activities of groups or individuals.

Button - A square online ad usually found embedded within a web page.

Broadband - An internet connection that is always on and delivers a higher bit-rate (128kbps or more) than a standard dial-up connection. It allows for a better online experience as pages load more quickly and items can be downloaded faster.

Clickthrough - When a user interacts with an ad and clicks through to the advertiser's website.

CTR (clickthrough rate) - Frequency of clickthroughs as a percentage of impressions served, used as a measure of advertising effectiveness.

Contextual advertising - Advertising targeted to the viewer based on the content on the web page at that specific time.

Conversion rate - Measure of success of an online ad when compared with the clickthrough rate. What constitutes a 'conversion' depends on the marketing objective - it can be defined as a sale or request to receive more information, for example.

CPA (1 - cost per action) - A pricing model that charges advertisers only if a viewer takes an action, such as buying a product or filling in a form.

CPA (2 - cost per acquisition) - Cost of acquiring a new customer.

CPM (cost per mille) - Also known as cost per thousand. Online advertising can be purchased on the basis of what it costs to show the ad to 1000 viewers. It is used as a benchmark to calculate the relative cost of a campaign or an ad message in a given medium.

Embedded format - Advertising formats that are displayed in set spaces on a publisher's page.

Expandable banner/skyscraper - Fixed online advertising placements that expand to fill the entire page in response to user action.

Flash - Web-design software that creates animation and interactive elements that are quick to download.

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
Loading One moment ...
Project items
Cite this article

Cited article

Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited article

Online Advertising: Jargon Buster


Text size Smaller Larger
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen

matching results for page

Cited passage

Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.

Are you sure you want to delete this highlight?